Project Alpha

Stonewash Digital Magazine Research

On February 26th 2013, Stonewash announced the launch of 'Alpha', the most detailed research project on digital magazine reader habits to date. The report will involve collating and shaping billions of pieces of data looking at how readers interact with digital magazines.

In Q3 2013 we will be launching a research tool that will allow everyone to experiment with the findings and better understand how to engage audiences, as well as delivering content that demands real attention.

At Stonewash, we see this as ground-breaking technology for publishers. The tool will provide a live dashboard which will allow publishers to see exactly how readers are interacting with mobile digital magazines as well as giving immediate insight into emerging trends. This offers a tremendous opportunity for media owners to become more agile and more nimble in improving their own product and content, thereby gaining a real competitive advantage.

We see this research as being useful not only for media owners but also media buying agencies, creative agencies and marketers - in fact anyone who has a stake in trying to understand the finer detail of reader habits and engagement.

"We are assembling research teams that are able to access vast quantities of data captured across all platforms, countries, publication types as well as thousands of public data sources.
"These teams will be working alongside some of the most impressive minds in the media industry to find out what important questions we can find and answer in every aspect of digital publishing.”
Daniel Sharp
CTO, Stonewash
Whilst the team at Stonewash has roots in the publishing industry, they are partnering with a number of key individuals to focus initial research towards the most valuable information. The various partners will work alongside the Stonewash research team to answer the questions they feel are most important to them in their professional life. Initial partners include:

Ben Greenish - Managing Director, EMAP

Ben Greenish has broad media experience having worked with hundereds of individual products and brands in print, exhibitions, events, online and digital in both B2B and B2C environments. Working in major corporate organisations as well as small private owned businesses, Ben understands the differing challenges that both  are experiencing during this period of uncertainty, change and development. Recently MD of The Spectator, Ben is currently interim MD running a division of Emap, a business that has massively and successfully changed by focusing on its core brands.

Claire Spencer - Insights Director, UM London

Claire started out in media at the UK’s largest commercial TV media owner ITV, before joining UM in 2006 to help found their dedicated UK research team. Working closely with UM’s strategy, investment and ideation teams, Claire has developed the agency’s suite of tools and approaches to better fuel UM’s marketing and communication strategies. Claire is at the forefront of media, marketing and research innovations, she regularly creates category-specific insight programmes for B2B and B2C projects that deliver tangible business benefits for clients, including Microsoft, MasterCard, H&M and Tiffany. In 2012 the UM Research & Insight team were awarded Best Agency Research Team by their peers at the MRG conference in Monte Carlo.

Milo Yiannopoulos - Founder, The Kernel

Milo is a British journalist and entrepreneur. He is the founder and Editor-in-Chief of The Kernel, an online magazine focusing on European start-up technology. He was named one of the 100 Most Influential People in Britain’s digital economy by Wired UK in 2011 and again in 2012. He is a member of the Courvoisier The Future 500 Network (CVTF500).

Daniel Sharp - Co-Founder, Stonewash

Originally a LAMP developer, Daniel joined a publishing company in 2001 as their Technical Director. A few years later he launched a multi-award-winning consumer and contract publishing company that has been at the forefront of digital production and media for 7 years. In his role as CTO of Stonewash, Daniel controls the development roadmap and product offering - the results of this research project will further ensure that developments at Stonewash are intelligent and to the benefit of the readers.

Neil Thackray - Co-Founder, Briefing Media

Neil has worked in business media for more than 25 years and on digital projects since 1996. He began his career at Reed Business Information acting as publishing director of numerous magazines and trade shows. He went on to be divisional Managing Director at Miller Freeman, before leaving to head up the launch of The Industry Standard in Europe. After The Standard, Neil joined Quantum Business Media as CEO. After three years he sold the business, which was private equity backed and moved to Nexus Business Media also as CEO. In addition to his full time roles Neil has acted as Non-Executive Chair of Osney Media, is a past director of the AEO, has been a member of the PPA Business Media Committee and undertaken numerous consulting roles on a confidential basis.

Daljit Singh - Founder, Digit

Daljit established Digit, one of the UK’s first digital agencies, in 1996. Whilst at the helm he put a great emphasis on a rigorous user-centric and design led R&D program, eventually exiting to WPP. His work won some of the world’s most prestigious awards including a coveted D&AD Black Pencil, two BAFTAs, Clio’s, Cyber Lion and Design Week Best of Show. Daljit has spoken at global events on a diversity of subjects: art, design, communication, business and technology; been a founding member of the British and Design Council’s Advisory Boards; and is currently an advisor to the London 2012 Olympic Legacy Trust. He has been awarded with a collection of accolades including the Financial Times’ Top 50 Creative Minds twice over.

Carolyn Morgan - Co-Founder, The Specialist Media Show

Carolyn works with specialist publishers to develop their digital strategy. She has many years’ experience launching, acquiring, running and selling niche media businesses across print, web and live events, principally at Emap plc. Carolyn co-founded the Specialist Media Show, a live event plus online resources and networking for specialist media businesses, which has now been sold to SIIA (Software & Information Industry Association). Carolyn is a regular contributor to media trade publications and a speaker at media industry events. She also moderates the Specialist Media Network on LinkedIn, a community of over 1200 publishers.

Rob Grainger - Co-Founder, Stonewash

Rob has over 15 years of experience in the media industry as a magazine and online publisher. His understanding of magazine publishing as a business and the processes involved has been integral to how we develop our frameworks. As a co-founder of Stonewash Rob remains very hands on with our day to day business and is a passionate believer in the future of publishing as a mixed media business where print and digital stand side by side rather than competing.

To ensure our findings are as valuable as possible, Project Alpha will culminate in the launch of two new Stonewash products.

Launch Report

This one-off report will be available in print, online and on all major smartphone and tablet platforms. The report will consist of chapters lead by each of our research partners (listed above). In these chapters, the partners will explain what they hoped to understand and how the research project answered the questions most relevant to them.


Every metric created for the research project will be made available via this live dashboard. By exploring the dashboard, users will be able to answer their own questions, lean more about how people consume media across various devices, and watch trends and behaviour shift, as it happens.

If you are interested in the results of the Stonewash Research project then please complete the short form below. We will announce results from certain studies to registered individuals during the year, and we shall also announce the completion of the project in Q3 2013.
Stonewash Ltd
64-65 Cowcross St
London, EC1M 6EG